Mebucaine: When Swallowing Hurts

 - May 19, 2008
References: arabaquarius.blogspot
Following their freaky looking misplaced body parts campaign, Mebucaine goes for different approach with this broken glass food campaign.

Developed by Saatchi & Saatchi Brussels, the print ads show various food items (pizza, cake slice, sushi and a pineapple) that are made from pieces of broken glass. The purpose is to let you know that Mebucaine is the solution when swallowing hurts. And what would hurt more than swallowing pieces of broken glass?

I actually like the art direction of this one (by Patrick Vermeylen and Stijn Klaver). Also, photographer Tom Joye did a nice job on capturing the images. The pieces are so well constructed, they almost look like decorative pieces.

Check out the strange previous ad campaign from Mebucaine: